Updated on October 17, 2022 | 4 minute read
PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is actually clicked on. It’s essentially a method of ‘buying’ visits to your site, in addition to driving website visits organically.
One of the most popular forms of PPC is search engine advertising, which allows advertisers to pay for ad placement in a search engine’s sponsored links. This works when someone searches for a keyword related to their business offering. For example, if we bid on the keyword ‘Google Shopping Management’ our ad might show up at the top of the Google results page.
Google Shopping, what we do best, is an example of how PPC advertising can be used to boost both visibility and profitability.
PPC has many advantages that will benefit your business, including the following:
If PPC is working as it should, the return on ad spend (ROAS) should be high, as a visit to your site is worth more than what you pay for it. However, it’s not as simple as just paying for the clicks and gaining traffic, a lot goes into putting together a strong PPC campaign. It consists of choosing the right keywords, arranging those keywords into well-organised campaigns and ad groups, and setting up PPC landing pages that are optimised for conversions.
It’s important to learn the best ways to conduct a PPC campaign, as the more relevant, well-targeted PPC campaigns will be rewarded by search engines with lower-costing ad clicks. Google will reduce your cost per click if your ads are satisfying and useful to users, ultimately, earning you a higher profit.
PPC advertising is ideal for small businesses as you get to decide how much you’re willing to spend on each keyword, so you can manage how much you will be spending when your ads are displayed. In essence, this ensures that the money you spend on ads isn't wasted, as you’re more likely to attract more people who are interested in your product.
Google Ads is the most commonly used PPC advertising network. The platform enables you to create campaigns that will appear on all Google services. Choosing the right ad format and keywords is important, as Google Ads ranks potential advertisers based on their ad quality, relevancy and size, as well as the price of the bid.
Since Google is the most used search engine, using Google Ads will get you the most impressions, so take into consideration the following factors when creating your PPC campaign through Google Ads:
In summary, PPC advertising is a great marketing option for your business. It’s a simple yet effective digital marketing technique to promote your products, drive traffic to your website, and ultimately, increase your sales.
Google Shopping is another excellent example of a PPC channel. It runs through Google Ads and can be used by retailers to get their products in front of interested shoppers. Since Google is the most used search engine, having your products shown as part of the search engine results page (SERP) can hugely increase visibility, impressions, and help drive traffic to your website.
On Google Shopping, advertisers place bids to secure the best possible spot on the Shopping carousel, with the first spot being the most highly sought-after. The reason is that 65% of shoppers click the first ad on the Google Shopping carousel regardless of price, perhaps due to beliefs it’s from the highest quality retailer or sold at the best price available.
Google Shopping management can be a complex beast to tame. From different automation options to manual management or third-party agencies, retailers have different methods of making the channel profitable.
Bidnamic’s technology platform works 24/7 to ensure that our clients pay the most profitable bid price for the most visibility on the Shopping carousel. For our clients that have a lot of product SKUs in their catalogue, Bidnamic’s automated solution takes the time-consuming task of manual bidding and gives that time back to our clients to use in other areas of their business.
If you’re looking to either get started or improve your Google Shopping channel, book a demo with one of our specialists.
Charley is a Google Shopping specialist within the marketing team. She creates content to simplify the Google Shopping experience and to help ecommerce retailers discover if Google Shopping is the right channel for them.